دانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622Business Model Analysis of Sports Trading Cards (Case Study: Kimdi)Business Model Analysis of Sports Trading Cards (Case Study: Kimdi)1166385610.22034/sms.2025.143045.1465FAMehdiRasooliAssistant Professor, Department of Sports Marketing and Commercialization, Sport Sciences Research Institute, Tehran, IranParastooGhodsiMA in Sport Marketing, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, IranJournal Article20250207Today, sports trading cards have gained a distinctive position in the sports industry and marketing as collectible, cultural, and entertainment products. This study aims to analyze the business model of sports trading cards and adopts a qualitative approach using thematic analysis. To collect the data, a research focus group was formed consisting of experts in sports marketing, sports branding, and specialists from the collectible card industry. The findings indicate that the value proposition of sports trading cards is primarily based on a combination of nostalgia, scarcity features, digital experiences, and emotional appeal for fans. The customer segments include not only professional collectors but also general fans, teenagers, and families, each with different motivations and purchasing patterns. Diverse distribution channels—including physical and online stores, sports events, and mobile applications—along with continuous customer engagement through fan communities, card‑trading competitions, and social media support, provide a platform for strengthening fan interaction and loyalty. From the perspective of revenue streams, the direct sale of card packs, premium or limited editions with higher prices, advertising and sponsorship, and in‑app purchases were identified as the main sources of revenue. In this regard, partnerships with sports leagues and federations to obtain legal licensing, as well as the efficient management of printing, design, and digital infrastructure development costs, play a crucial role in the sustainability and success of this business model. Accordingly, the present study, by explaining the key dimensions of the business model, demonstrates that integrating physical and digital components alongside fan‑centered branding can create valuable opportunities for the sustainable development of sports trading card products. Today, sports trading cards have gained a distinctive position in the sports industry and marketing as collectible, cultural, and entertainment products. This study aims to analyze the business model of sports trading cards and adopts a qualitative approach using thematic analysis. To collect the data, a research focus group was formed consisting of experts in sports marketing, sports branding, and specialists from the collectible card industry. The findings indicate that the value proposition of sports trading cards is primarily based on a combination of nostalgia, scarcity features, digital experiences, and emotional appeal for fans. The customer segments include not only professional collectors but also general fans, teenagers, and families, each with different motivations and purchasing patterns. Diverse distribution channels—including physical and online stores, sports events, and mobile applications—along with continuous customer engagement through fan communities, card‑trading competitions, and social media support, provide a platform for strengthening fan interaction and loyalty. From the perspective of revenue streams, the direct sale of card packs, premium or limited editions with higher prices, advertising and sponsorship, and in‑app purchases were identified as the main sources of revenue. In this regard, partnerships with sports leagues and federations to obtain legal licensing, as well as the efficient management of printing, design, and digital infrastructure development costs, play a crucial role in the sustainability and success of this business model. Accordingly, the present study, by explaining the key dimensions of the business model, demonstrates that integrating physical and digital components alongside fan‑centered branding can create valuable opportunities for the sustainable development of sports trading card products. https://gsmsmr.uok.ac.ir/article_63856_cc6327aea571a3936210ee5ddcef8c97.pdfدانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622The Impact of Sports Sponsorship on Brand Equity: A Study of Rightel, Irancell and Hamrahe Aval Mobile Network OperatorsThe Impact of Sports Sponsorship on Brand Equity: A Study of Rightel, Irancell and Hamrahe Aval Mobile Network Operators17306401410.22034/sms.2025.142493.1425FAAmir MohammadNasiriMSc of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, IranAfsharNoori RaveshPhD Student of Sport Management, Department of Sport Management and Movement Behavior, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, IranHabibHonariProfessor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran0000-0002-1279-427XJournal Article20241121Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using a correlation method. The statistical population for this research comprised fans of the clubs sponsored by Iran's mobile network operators (Rightel, Irancell and Hamrahe Aval). A convenience sampling method was employed for the research sample, and due to the extensive statistical population, 384 fans were selected. To collect the relevant data, two questionnaires were utilized: "Sports Sponsorship of Mobile Network Operators in Iranian Football" and "Brand Equity Based on Aker's Model". Regression and ANOVA tests were conducted upon completion of the data collection process. The results indicated that the two variables of Monopoly (0.001) and Success (0.007) have a positive and significant impact on brand equity. These findings provide valuable insights for commercial companies in designing targeted sponsorship strategies and demonstrate how focusing on the monopoly and success of the sponsored teams can lead to increased brand equity, enhanced customer loyalty, and improved return on investment in sports marketing.Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using a correlation method. The statistical population for this research comprised fans of the clubs sponsored by Iran's mobile network operators (Rightel, Irancell and Hamrahe Aval). A convenience sampling method was employed for the research sample, and due to the extensive statistical population, 384 fans were selected. To collect the relevant data, two questionnaires were utilized: "Sports Sponsorship of Mobile Network Operators in Iranian Football" and "Brand Equity Based on Aker's Model". Regression and ANOVA tests were conducted upon completion of the data collection process. The results indicated that the two variables of Monopoly (0.001) and Success (0.007) have a positive and significant impact on brand equity. These findings provide valuable insights for commercial companies in designing targeted sponsorship strategies and demonstrate how focusing on the monopoly and success of the sponsored teams can lead to increased brand equity, enhanced customer loyalty, and improved return on investment in sports marketing.https://gsmsmr.uok.ac.ir/article_64014_8d28e8d5fb51bbc403530103b196512a.pdfدانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622The Relationship between Cultural Values and Clothing Customer Behavior Considering the Media of Brand Selection (Case Study: Khuzestan Technique Sports Clothing)رابطه ارزش های فرهنگی با رفتار خرید مشتریان پوشاک با توجه به نقش میانجی انتخاب برند( مورد مطالعه: پوشاک ورزشی تکنیک خوزستان)6333310.22034/sms.2024.141331.1357FAنگاربندانی1) دانشجوی کارشناسی ارشد مدریت بازاریابی در ورزش، دانشگاه پیام نور، البرز، کرجحسینپورسلطانی زرندیدانشیار گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران0000-0003-1845-1275رضاشجیعاستادیار مدیریت ورزشی، پیام نور تهران، ایرانJournal Article20240520This study examines the mediating role of brand choice in the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand in Khuzestan Province. The research methodology is descriptive-correlational, applied, and cross-sectional. The statistical population includes all customers of the Technique sportswear brand and sportswear manufacturers in Khuzestan. A sample size of 216 individuals was selected using a non-random convenience sampling method. Data collection tools included standardized questionnaires on Hofstede's cultural values, the marketing mix from the customers' perspective, and factors influencing brand choice by Mirdavoodi (2015). Data analysis was conducted using one-sample t-tests and structural equation modeling with Smart PLS version 3 and SPSS version 26 software. The results showed that cultural values influence the brand choice of sportswear customers and that brand choice partially mediates the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand. It is recommended that companies and brands adjust their marketing strategies by understanding the cultural values of their customers, and update products, packaging, advertising, and customer experience in line with cultural changes. Additionally, continuous collection and analysis of customer feedback and implementing improvements based on this feedback are essential for greater success.این پژوهش نقش میانجیگری انتخاب برند در رابطه علی ارزشهای فرهنگی با رفتار خرید مشتریان پوشاک برند ورزشی تکنیک در استان خوزستان را بررسی میکند. روش تحقیق توصیفی-همبستگی، کاربردی و مقطعی است. جامعه آماری شامل تمام مشتریان برند ورزشی تکنیک و تولیدی های پوشاک ورزشی در خوزستان است. حجم نمونه 216 نفر با روش نمونهگیری غیرتصادفی دردسترس انتخاب شد.ابزار جمعآوری دادهها شامل پرسشنامههای استاندارد ارزشهای فرهنگی هافستد، آمیخته بازاریابی از دیدگاه مشتریان، و عوامل موثر بر انتخاب برند میرداودی(1394)است. تحلیل دادهها با استفاده از آزمون t تک نمونهای و مدلسازی معادلات ساختاری توسط نرمافزارهای Smart PLS نسخه 3و SPSS نسخه 26انجام شد. نتایج نشان داد ارزشهای فرهنگی بر انتخاب برند مشتریان پوشاک ورزشی تأثیر دارند و انتخاب برند به عنوان متغیر میانجی جزئی در رابطه علی ارزشهای فرهنگی و رفتار خرید مشتریان محصولات پوشاک ورزشی برند تکنیک عمل میکند. پیشنهاد میشود شرکتها و برندها با شناخت ارزشهای فرهنگی مشتریان، استراتژیهای بازاریابی خود را تنظیم کنند و با توجه به تغییرات فرهنگی، محصولات، بستهبندی، تبلیغات و تجربه مشتری را بهروزرسانی نمایند. همچنین، جمعآوری و تحلیل مداوم بازخوردهای مشتریان و اعمال بهبود بر اساس آنها برای موفقیت بیشتر ضروری است.دانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622Interpretive Structural Modeling of the Impact of Social Media Influencers on the Behavior of Sports Touristsمدلسازی ساختاری تفسیری اثرگذاری افراد تاثیرگذار رسانههای اجتماعی بر رفتار گردشگران ورزشی6375010.22034/sms.2025.142640.1436FAزهراوکیلی قاهانیدانشجوی دکتری تخصصی گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایرانمهوشنوربخشاستاد گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایرانعباسخدایاریاستاد گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران0000-0002-0898-0096پریوشنوربخشاستاد گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرجJournal Article20241130Social media influencers, by producing persuasive content, play a key role in shaping the behavior of sports tourists and influencing their travel decisions. The purpose of this study was to develop an interpretive structural model of the influence of social media influencers on sports tourists' behavior. This research was applied in terms of purpose and mixed (qualitative-quantitative) in terms of methodology. In the qualitative part, thematic analysis was used, and in the quantitative part, interpretive structural modeling (ISM) was applied. Participants in the qualitative part included sports tourists and followers of social media influencers in the field of sports, who were selected by purposive sampling and snowball strategy. Based on theoretical saturation, 15 semi-structured interviews were conducted. In the quantitative part, participants included faculty members, tourism company managers, members of sports tourism committees, and startup activists, 10 of whom were purposefully selected. Data were collected through semi-structured interviews in the qualitative part and a 12×12 square matrix in the quantitative part. Validity and reliability in the qualitative part were assessed using strategies such as credibility, transferability, confirmability, and audit trail, and in the quantitative part, face validity and Cohen's kappa coefficient were used. The qualitative findings led to the extraction of 57 sub-themes in the form of 12 main themes (audience behavioral expectation, travel-related businesses behavioral expectation, transferring the desired image of the destination to the audience, motivation, audience behavioral intentions, relationship with the audience, pervasive virtual space, helping the audience's decision-making, information quality, content quality, influencer's influence, and influencer's characteristics). The quantitative findings showed that the hierarchical model consists of five levels; "Audience behavioral intentions" is at the highest level, and "pervasive virtual space" and "influencer's characteristics" are at the lowest level. Other factors acted as mediators. The results of MICMAC analysis showed that all factors are in an integrated and interconnected structure and none of them can act independently. The findings of this research show that the influence of social media influencers on the behavior of sports tourists can be explained within the framework of a multi-level model, in which the interactions between independent, mediating, and dependent variables play a key role.هدف مطالعه، مدلسازی ساختاری تفسیری اثرگذاری افراد تأثیرگذار رسانههای اجتماعی بر رفتار گردشگران ورزشی بود. این پژوهش از نظر هدف، کاربردی و از نظر روششناسی، آمیخته (کیفی-کمی) بود. در بخش کیفی، تحلیل مضمون بهکار گرفته شد و در بخش کمی از مدلسازی ساختاری تفسیری استفاده گردید. مشارکتکنندگان بخش کیفی شامل گردشگران ورزشی و دنبالکنندگان افراد تأثیرگذار رسانههای اجتماعی در حوزه ورزش بودند که به روش نمونهگیری هدفمند و با استراتژی گلولهبرفی انتخاب شدند. بر اساس اشباع نظری، 15 مصاحبه نیمهساختاریافته انجام شد. در بخش کمی، مشارکتکنندگان 10 نفرهدفمند از اعضای هیأت علمی، مدیران شرکتهای گردشگری، اعضای کمیتههای گردشگری ورزشی و فعالان استارتاپی انتخاب شدند. برای گردآوری دادهها از مصاحبههای نیمهساختاریافته در بخش کیفی و ماتریس مربع 12×12 در بخش کمی استفاده شد. ارزیابی اعتبار و قابلیت اطمینان در بخش کیفی با راهبردهایی چون قابلیت باورپذیری، انتقالپذیری، تأییدپذیری و مطالعه حسابرسی فرایند انجام و در بخش کمی از روایی صوری و شاخص کاپای کوهن استفاده شد. یافتههای کیفی منجر به استخراج 57 مضمون فرعی در قالب 12 مضمون اصلی گردید. یافتههای کمی نشان دادند که مدل سلسلهمراتبی شامل پنج سطح است؛ "تمایلات رفتاری مخاطبان" در بالاترین سطح و "فضای مجازی فراگیر" و "ویژگیهای افراد تأثیرگذار" در پایینترین سطح قرار دارند. سایر عوامل بهعنوان واسطهگر نقشآفرینی کردند. نتایج تحلیل میکمک نشان داد که تمامی عوامل در یک ساختار یکپارچه و همبسته قرار دارند و هیچیک نمیتواند بهصورت مستقل عمل کند. یافتههای پژوهش نشان میدهد که اثرگذاری افراد تأثیرگذار رسانههای اجتماعی بر رفتار گردشگران ورزشی در چارچوب یک مدل چندسطحی قابل تبیین است،دانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622Identifying the factors influencing the role of capacity management in the supply chain of sports tourism servicesشناسایی عوامل مؤثر بر نقش مدیریت ظرفیت در زنجیره تأمین خدمات گردشگری ورزشی6383710.22034/sms.2025.142820.1453FAرضاشهبازیگروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز: ایران.محمدرسولخدادادیمدیریت ورزشی، دانشگاه تبریزیعقوببدری آذرینمدیریت ورزشی، دانشگاه تبریزرحیمحیدری چیانهگروه برنامهریزی شهری و منطقهای، دانشکده برنامهریزی و علوم محیطی، دانشگاه تبریز، تبریز، ایران.Journal Article20241225The tourism industry is recognized as one of the main pillars of economic and social growth in many countries, playing a crucial role in reducing unemployment rates, developing and strengthening local businesses, fostering economic prosperity, and improving social welfare. By creating both direct and indirect job opportunities, it provides an appropriate platform for increasing household income and effectively contributes to a more equitable distribution of income in society (Heydari Chiane& Ahmadian, 2020). Today, tourism plays a fundamental role in the economies of countries, with one in every ten jobs worldwide being related to tourism (Shahbazi et al., 2019). Among the various types of tourism, sports tourism has become one of the main aspects of international trade, playing a significant role as a key source of revenue generation, employment, private sector growth, and infrastructure development (Gibson, 2017). One of the key components of sustainable sports tourism success is utilizing an efficient sports service supply chain that ensures high-quality and coordinated services throughout all stages of sports tourism (Li et al., 2022). Services are recognized as economic activities that have time, location, and psychological value, and they play a prominent role in economic growth (Wang, 2020). In the sports tourism industry, services, due to their specific characteristics, cannot easily be predicted or stored for future periods. This perishable nature of services in sports tourism means that if a service is not available at a given time, there is no opportunity to store it for later use (He & Wu, 2022). In this context, the presence of complex relationships between organizations operating in the sports tourism industry is common. However, supply chain management in sports tourism, especially in sports destinations, seeks to provide new perspectives for managing operations efficiently and meeting the needs of sports tourists (Palang & Tippayawong, 2019). One of the key aspects of sports tourism supply chain management is capacity management, which is especially important in sports event destinations. Capacity management in this supply chain refers to the adjustment and control of available services and resources (such as hotel capacity, tours, airlines, and sports facilities) in order to create a proper balance between supply and demand. This process not only provides a positive experience for tourists but also prevents excessive strain on environmental and social resources. The sustainability of the sports tourism service supply chain largely depends on the ability to forecast customer needs and market conditions; therefore, implementing supply chain management strategies is essential to maintaining service quality and optimizing capacity. Effective management of the sports tourism service supply chain helps organizations reduce costs while maintaining service quality and providing a better experience for tourists. Given the importance of the research, the researcher aims to identify the factors influencing the role of capacity management in the sports tourism service supply chain.<br /><br />The research method employed in this study is applied and qualitative in nature, utilizing thematic analysis. The statistical population of the study included sports management professors, tourism and sports tourism professors, managers of travel agencies, experienced managers from the Ministry of Sports and Youth, and doctoral researchers in sports management and tourism. The sample was selected from members of the population using purposive and snowball sampling techniques. The data collection tool was semi-structured interviews with 20 experts, which continued until theoretical saturation was reached. The interviews were conducted in a semi-structured format with the participants, following prior coordination and scheduling. After each interview, the recordings were fully transcribed, and initial coding was performed to extract primary concepts. A total of 20 interviews were conducted, and from the 12th interview onwards, redundancy in the received information was observed. By the 17th interview, the data became entirely repetitive, reaching theoretical saturation. However, to ensure reliability, interviews continued until the 20th participant. The validity of the research was confirmed by relevant experts, and the reliability of the study was measured using intra-coder agreement, which yielded a result of 83%.<br /><br />The results of the study revealed that the factors influencing the role of capacity management in the sports tourism service supply chain were organized into 88 key points, 22 initial codes, 9 concepts, and 4 central themes. Overall, the factors affecting the role of capacity management in the sports tourism service supply chain were categorized into four main themes: capacity supply, access to supply, quality of supply, and performance of supply. The success of the sports tourism service supply chain depends on the interaction and coordination of four key elements: capacity supply, access to supply, quality of supply, and performance of supply. Effective management of these four components can lead to increased tourist satisfaction, the attraction of more clients, and the enhancement of the sports tourism industry. By strategically planning the adjustment of capacity supply, facilitating access to services, improving the quality of offerings, and enhancing the overall performance of services, sports tourism destinations can provide tourists with a positive, seamless, and memorable experience. This not only boosts tourist loyalty but also contributes to the long-term success and sustainable development of the industry.صنعت گردشگری ورزشی به دلیل نقش کلیدی در اقتصاد و توسعه منطقهای، نیازمند مدیریت بهینه ظرفیت است تا بتواند تجربهای مطلوب برای گردشگران فراهم کند؛ بر این اساس هدف از تحقیق حاضر، شناسایی عوامل مؤثر بر نقش مدیریت ظرفیت در زنجیره تأمین خدمات گردشگری ورزشی بود. روش تحقیق حاضر، کاربردی از نوع تحقیقات کیفی با روش تحلیل تماتیک است. جامعه آماری تحقیق شامل، اساتید مدیریت ورزشی، اساتید گردشگری و گردشگری ورزشی، مدیران آژانسهای گردشگری، مدیران خبره وزارت ورزش و جوانان و پژوهشگران دکتری مدیریت ورزشی و گردشگری بودند و نمونه آماری از بین اعضای جامعه با بهرهگیری از روش نمونهگیری هدفمند و گلوله برفی انتخاب شدند. برای گردآوری اطلاعات مورد نیاز پژوهش از روشهای مطالعه اسناد و مصاحبه استفاده شد و مصاحبههای این پژوهش در بازه زمانی اردیبهشت الی مرداد ماه سال 2024 انجام گرفت. ابزار تحقیق مصاحبه نیمه ساختار یافته با 20 نفر از متخصصان تحقیق که تا مرحله اشباع نظری ادامه یافت، روایی تحقیق توسط متخصصان مورد تأیید قرار گرفت و پایایی آن با روش توافق درون موضوعی 83 درصد به دست آمد. نتایج نشان داد، تحقیق حاضر دارای 88 تا مضامین فرعی است که این مضامین شامل 4 مقوله سازمان دهنده عوامل ظرفیت عرضه، دسترسی به عرضه، کیفیت عرضه و عملکرد عرضه میباشد. مدیریت مؤثر این مقولهها از طریق برنامهریزی صحیح، تسهیل دسترسی، ارتقای کیفیت و بهبود عملکرد، میتواند تجربهای مثبت و بهیادماندنی برای گردشگران ایجاد کند و به توسعه پایدار صنعت گردشگری ورزشی کمک نماید.دانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622Providing Appropriate Strategies for the Financial Independence of Professional Private Sports Clubsارائه راهبردهای مناسب برای استقلال مالی باشگاههای ورزشی خصوصی حرفهای6385710.22034/sms.2025.141716.1382FAرضانظریگروه تربیت بدنی، واحدشوشتر، دانشگاه آزاد اسلامی، شوشتر،ایرانالهاممرادیگروه تربیت بدنی، واحد ایذه، دانشگاه آزاد اسلامی، ایذه، ایرانآتوساقاسمی نژاد دهکردیگروه تربیت بدنی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایرانJournal Article20240712The purpose of this research was to provide appropriate strategies for the financial independence of professional private sports clubs. The research method was mixed (qualitative and quantitative). The statistical community in the qualitative section included experts in the field of marketing management, sports management, sports marketing experts and managers of private clubs. The sample size is equal to 15 people based on the theoretical saturation index. Statistics in the quantitative section include clients of private clubs and graduate students of sports management, who were selected using SPSS Sample Power software and their number was equal to 360 people. A non-probability sampling method with maximum diversity or heterogeneity was used. In the quantitative part, the research tool included a questionnaire extracted from the codes of the qualitative part, which was also analyzed by Smart PLS software. Based on the data analysis, 67 primary concepts and 12 main categories were identified. These categories include legal and legal factors, media interaction, creating a platform to attract financial sponsors, developing sponsor attraction, improving laws for financial sponsors, providing facilitiesTo financial sponsors, the training of specialist forces, business income, management factors, development strategies and economic approach. According to the findings of the present research, it can be said that these dimensions, when combined in a collective approach, can strengthen the financial foundation and, as a result, achieve the financial independence of sports clubs.هدف از این تحقیق ارائه راهبردهای مناسب برای استقلال مالی باشگاههای ورزشی خصوصی حرفهای بود. روش تحقیق بصورت آمیخته(کیفی وکمی)انجام گرفت.جامعه آماری دربخش کیفی شامل کارشناسان حوزه مدیریت بازاریابی،مدیریت ورزشی، کارشناسان بازاریابی ورزشی ومدیران باشگاه های خصوصی بود.حجم نمونه بر اساس شاخص اشباع نظری برابر با 15 نفر می باشد.جامعهآماری در بخش کمی شامل مشتریان باشگاههای خصوصی ودانشجویان تحصیلات تکمیلی مدیریت ورزش که با استفاده از نرمافزار SPSS Sample Power انتخاب و تعداد آنها برابر با 360 نفر بود. از روش نمونه گیری غیراحتمالی با حداکثر تنوع یا ناهمگونی استفاده شد. در بخش کمی، ابزار تحقیق شامل پرسشنامه استخراج شده از کدهای بخش کیفی بود که توسط نرمافزار Smart PLS نیز مورد تجزیه و تحلیل قرار گرفت. بر اساس تجزیه و تحلیل داده ها،67 مفهوم اولیه،12 مقوله اصلی شناسایی شد.این مقوله ها شامل عوامل حقوقی وقانونی،تعامل بارسانه ها،بسترسازی جذب حامی مالی،توسعه جذب حامی مالی،بهبود قوانین برای حامیان مالی،اعطای تسهیلات به حامیان مالی،تربیت نیروهای متخصص،درآمدهای تجاری،عوامل مدیریتی،راهبردهای توسعه ورویکرداقتصادی بودند. با توجه به یافتههای تحقیق حاضر، می توان گفت که این ابعاد هنگامی که در یک رویکرد جمعی ترکیب شوند، می توانند باعث تقویت بنیه مالی و در نتیجه رسیدن به استقلال مالی باشگاه های ورزشی <br /><br />شوند.دانشگاه کردستانمطالعات بازاریابی ورزشی2783-05357220260622The Impact of Electronic Word-of-Mouth (eWOM) Marketing on Brand Equity in Sports Businessesتاثیر به کارگیری بازاریابی دهان به دهان الکترونیکی (eWOM) بر ارزش ویژه برند کسب و کارهای ورزشی6393210.22034/sms.2025.142053.1404FAصدفحصاریدانشکدگان فارابی، دانشگاه تهرانرضاجلیلی نیکودانشگاه علامه طباطبایی، تهرانصمدفتاحیدانشگاه ارومیه، ارومیهJournal Article20240901Today, sports have gained importance as a profitable industry, with the increasing consumption of sports goods and services. In this context, electronic word-of-mouth (eWOM) marketing plays a significant role in enhancing the brand equity of sports businesses and influencing consumer purchasing decisions. The aim of this study was to determine the impact of using electronic word-of-mouth (eWOM) marketing on brand equity in sports businesses. "In this regard, an applied study was conducted using a quasi-experimental method, with the statistical population consisting of customers of sports brands. The sample was conveniently selected from the customers of the Ghafari sports brand in West Azerbaijan province, including 40 individuals divided into two groups: control and experimental (20 individuals in each group). The measurement tool was a brand equity questionnaire based on the model by Kim et al. (2003) and the modifications by Yoo, Donthu, and Lee (2000), with a Cronbach's alpha coefficient of 0.86. After implementing the electronic word-of-mouth marketing technique for the experimental group, the data were analyzed using covariance analysis and SPSS software version 17. The findings of the study indicate that the use of electronic word-of-mouth marketing has a significant impact on brand equity, perceived quality, brand loyalty, and brand image in sports businesses. The covariance analysis revealed that the impact of this marketing on brand equity (38%), perceived quality (21%), brand loyalty (52%), and brand image (41%) is significant. These results demonstrate the high effectiveness of electronic word-of-mouth marketing in improving these indicators.امروزه ورزش به عنوان یک صنعت پرسود، با افزایش مصرف کالاها و خدمات ورزشی اهمیت یافته است. در این راستا، بازاریابی دهان به دهان الکترونیکی eWOM نقش مهمی در ارتقای ارزش ویژه برند کسبوکارهای ورزشی و تأثیرگذاری بر تصمیمات خرید مصرفکنندگان دارد. هدف از پژوهش حاضر، تعیین تأثیر به کارگیری بازاریابی دهان به دهان الکترونیکی بر ارزش ویژه برند در کسبوکارهای ورزشی بود. دراین راستا، پژوهش کاربردی به روش نیمهتجربی انجام شده و جامعه آماری آن شامل مشتریان برندهای ورزشی است. نمونهگیری بهصورت در دسترس از مشتریان برند ورزشی غفاری در استان آذربایجان غربی انجام شد که شامل 40 نفر در دو گروه کنترل و آزمایش (هر کدام 20 نفر) است. ابزار سنجش، پرسشنامه ارزش ویژه برند بر اساس مدل کیم و همکاران (2003) و اصلاحات یوگاناکان و همکاران (2015) بوده و ضریب آلفای کرونباخ آن 0.86 به دست آمد. پس از اجرای تکنیک بازاریابی دهان به دهان الکترونیکی برای گروه آزمایش، دادهها با استفاده از تحلیل کوواریانس و نرمافزار SPSS نسخه 17 تحلیل شد. یافتههای پژوهش نشان میدهند که استفاده از بازاریابی دهان به دهان الکترونیکی به طور معناداری بر ارزش ویژه برند، کیفیت ادراکشده، وفاداری برند، و تصویر برند در کسبوکارهای ورزشی تأثیرگذار است. تحلیل کوواریانس نشان داد که تأثیر این بازاریابی بر ارزش ویژه برند (38%)، کیفیت ادراکشده (21%)، وفاداری برند (52%)، و تصویر برند (41%) به ترتیب معنادار است.